Honda’s Comeback Story

February 27, 2014

Executive Summary

Honda found itself hit with a one-two punch in 2011 when a devastating tsunami in northeastern Japan and flooding in Thailand affected its global supply chain and shut down production of its new models. The company seized the opportunity to rethink its communication strategies to spark positive word-of-mouth. This included restructuring its internal marketing function to emphasize innovation and revamping its external agency relationships. Mike Accavitti, senior vice president of automobile operations at American Honda Motor Company, shared how a risk-taking approach to marketing, including Super Bowl ads, played a key role in Honda’s success story.